Tag Archives: personality

Branding and Advertising as Part of a Start-Up Company’s Budget

Joshua Andrews writes this week on Branding and Advertising as Part of a Start-Up Company’s Budget. Read on …

Build it and they will come?

What comes to mind when you think of a start-up company’s budget? Maybe the first thing you think of is inventory. Having a product and enough money in the budget to supply that product to the public is certainly an important consideration, but is it the most important thing? What about equipment, or facilities? These are also things you cannot live without when it comes to starting a business but there is another important budget item that you do not want to overlook. You want to make sure you are leaving enough room in your budget for branding. 

First impressions count.

When you are starting a business, you are not just striving to sell a product or service, you are creating a brand. You are building your image. You want to make sure your image is something memorable and instantly recognizable. You are not just selling a product, you are selling a personality. 

Who are you?

Thanks to the phenomena of social media, everyone is branding themselves these days. We all make a point of ensuring that our personal social media accounts are not just reflecting us but that they are reflecting the side of us that we want everyone to know. For millennials in particular, brands are incredibly important. Do not let your start-up be left behind. Think about who it is you want to present to the public and reflect that in your branding. And make sure that you have enough room in your budget to do so. If you want to learn more about branding, get in touch with us today. 

How Branding and Advertising Form Your First Relationships

David Gusaas talks about how branding and advertising  form your first relationships.

“Friendship is so weird, you just pick a human you’ve met and you’re like ‘yep I like this one’ and then you just do stuff with them” – Step Brothers

Though they of course have their differences, businesses as a whole are not that different from people that we form certain types of relationships with. If we’re lucky enough, they are just as weird as we are, and we come together like a Catalina Wine Mixer. Though, maybe not like the one in the movie..

In starting a business, everyone wants to get to that sweet spot where instead of going out and knocking on doors, people are coming and knocking on yours. The easiest way to do this is through branding and advertising.

Not just understanding this, but taking action on this, requires a strategy that includes branding and advertising as part of your start-up company’s budget, with someone who understands the dynamics of how this works most effectively, while retaining and conveying your company’s unique quirks and personality.

“There are millions of people walking around, there are millions of businesses to choose from – however both of them must earn the right to have a relationship with you.”

This quote from former Ogilvy & Mathers CEO Charlotte Beers, emphasizes this idea that businesses function on a relationship basis, and in a way similar to how our relationships with people in our day-to-day life may become friendships.

Strategies like cold calling and other traditional transactional outreach are at times necessary and even effective to a degree. But without a cohesive human element, and a personality so to speak to attach to the company, a brand to form a relationship with, the transaction remains just that, and is easily replaceable by a newer or cheaper competitor.

The relationship formed by connecting in a human way with a brand that speaks to something in someone else’s own personality, whether it be a certain sense of humor, world view, or other similar sensibilities, leads to identifying with this brand and developing a loyalty to them.

Within this equation, advertising plays a dual role. First, it introduces the brand to people who would otherwise be unaware of it, and it reminds them of the brand afterwards. Additionally, through the type, style, and way you advertise, you further the brand narrative, and connect with potential customers and clients who you will then form a relationship with.

This touches only briefly on how branding and advertising are a vital investment and a necessary part of your company’s successful future, and there is much more to it, so please contact us today to continue the conversation!

Reminder for Small Companies: Keeping Your Brand Relevant, Representative, and Relatable

Bethany Pinzur is back and she wants to know if you are keeping your brand relevant, representative and relatable. Read on…

Whether your  brand is new or old, big or small, local, national or international, you must constantly review it, adjusting and updating as necessary. Keeping your brand relevant to the company, representative of how customers view and use your services, and relatable to potential clients requires consistent dedication.

This consistency keeps your brand current, avoiding the need for emergency revisions and moving the brand forward as the company advances.

Relevant

As your company grows, expands its services and client base, and takes on other new challenges, the brand must grow with it. Keeping the brand relevant to your company’s foundational principles, production and advancement strategies, and short- and long-term goals ensures three essential results:

  1. Effective marketing to new customers
  2. Focused energy toward company goals
  3. Consistent service to existing clients

Representative

It is imperative that your brand show not only how you view your company, but also accurately represent how your customers see and use your products or services.

  • Is the overall tone of your brand consistent with the context in which clients use it?
  • Does the marketing coincide with actual use?
  • Can potential clients get an accurate picture of the company’s personality as current clients know it?
  • Do brand value and promise measure up to customer experience?
  • In what ways does customer perception effect your brand’s identity?

Consistently asking these questions and eliciting client feedback to ensure honest answers keeps your brand representative of actual customer perceptions and perspectives.

Relatable

As an integral component of marketing to future clients, you must ensure that your brand is relatable to their needs. When they encounter your brand, it should clearly address three fundamental questions.

  1. Will this company help me reach my goals?
  2. Is this company’s methods compatible with mine?
  3. How can I best work with this company to my benefit?

If potential customers consistently find your brand relates to their needs and advancement, your company will continue attracting new clients and growing.

Conclusion

Consistently keeping a finger on your company’s pulse and revising the brand as necessary will naturally keep it relevant, representative, and relatable. This process, especially important for small or new companies, attracts new clients, keeps current customers satisfied, and results in consistent company growth. Want to learn more? Let us help!

The Importance of Branding

by MAD Contributor-Freak Audra Bianca

We live in a world in which we can pick up our smartphone and download an application to perform almost any kind of business or social transaction. Many of us feel lost without a mobile device. We are devastated if we drop our Android or iPhone in the toilet. Our digitized world acclimates us more each day to the feeling of instant gratification. Often, we don’t wait in line at a store anymore because we can order what we need online.

In this world that is markedly different than the one of a decade ago, companies must brand themselves differently or their competitors quickly bury them. We’re here to help companies understand the importance of branding. This includes everything from maintaining a social media presence to getting consumer input before launching an advertising campaign.

One of the important things for small business owners to consider is how they will achieve branding for their company that builds on their personal brand. Forbes writer Liz Ryan explained: “Personal taste is the determining factor in deciding how to brand yourself, and that makes sense because personal branding is a highly personal topic.” She gives the example of a lady who listed all of her professional designations after her name, but found out this was a turnoff for some recruiters and managers.

The takeaway is this: In personal branding and in small business branding in general, you decide what consumers should know about your company. Don’t be afraid to use your personal taste to select the messages that you send to the public. Of course, it’s how your customers actually experience your brand that will determine whether or not it is perceived as you wish to be. If you’re going to talk the talk, you better be able to walk the walk. A brand is like a promise. If you break it (by not being what you say you are), then you’ve lost the customer’s trust – and, most likely, their business.

If you can write down the business values and the concepts that reflect your brand, and live them every day, you’ll be on the road to having a trusted brand. If you need help digging in to find those values and concepts, you can trust an agency like ours to help find and develop your brand’s unique and marketable personality.

For more details on why branding matters, please contact us.